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| Online brand integrity - how do you protect it when you cant control it? Here how Boots used web 2.0 tools to ensure its brand remains intact | ||||
Seminar Details Marketing departments have traditionally been trusted with developing and managing corporate brand strategy. Their role as the brand guardians has been unshaken and unquestioned for years. But as marketing evolves and becomes participatory, customers, employees, partners and suppliers can have a serious impact on the company brand image. How do you protect it when you can’t control it? Big brands such as Boots have already discovered a new way of keeping everyone in check. They moved away from reliance on email and its failings: large attachments clogging inboxes, accidentally deleted assets and uncertainty over approvals. Boots’ use of Web 2.0 collaborative working practices has transformed the way its marketing department works and ensured its brand image remains intact. In this session, Huddle will discuss how marketing departments can take advantage of Web 2.0 tools to protect their brand integrity while improving their effectiveness and campaign delivery. |
| Data | Data Analysis, Address Management, Database Integration, Business Intelligence, Data Management Software, Marketing Research, Customer Insight.... |
| CRM | Customer Intelligence, Campaign Management Software, SaaS, Customer Analytics, eCRM, MRM, Sales Force Optimisation, Marketing Automation..... |
| Direct | List Management, Mailing House & Fulfilment Services, Telemarketing, Lead Generation, DM Agencies, Digital Printing Solutions, Promotions & Incentives..... |
| Digital | Email Marketing, Social Media, Web 2.0, Pay-per-click, Mobile Marketing, SEO, Affiliate marketing, Web Analytics, Interactive Advertising, eCommerce..... |